Homebuilders.com

We are surrounded by automation and pretty much connected all the time. Whether it’s online banking, up-to-the-moment emails and news feeds to our phones, even buying a coffee at Starbucks with their iPhone app we are all full-connected and tuned in . . . more so than ever.

It’s no wonder builders are looking to use technology to streamline and automate their sales process also. Makes selling real estate easier, right? Believe me, I’m all for this — CRM software is our livelihood here at Lasso! And no question CRM helps sell projects faster and provides for a structured approach to capturing, following up and communicating with prospects, while offering the visibility to provide better coaching and decisions. A lead management or CRM system can be the answer to many sales issues you face, but here’s a few things to think about to realize the results you expect.

First of all, technology and CRM isn’t going to solve the whole problem. It will help equip and provide the framework for a disciplined process, but someone on your team needs to take ownership to ensure that everyone is onboard and gets the tutoring needed in the change, but who also has the influence to make the needed change stick. Another important aspect of your CRM success is to have someone responsible for the day-to-day administration of the tool or, if you don’t have that skill internally, ask your CRM provider if they offer system admin support as part of their services.

Developing repeatable processes that can be duplicated are keys to a successful lead management program. Developing a sales process framework includes a qualification system, a lead follow up and a prospect nurturing program (yes they are different), even a homebuyer referral program can be defined process. I always recommend keeping it simple – complicating the process and striving for the perfect scenario is almost always a recipe that leads to giving up and going back to the old ways (that needed fixing in the first place).

Please keep in mind that the primary purpose of implementing a CRM system is to make it easier to sell, not to bog down the frontline marketing sales team with administrivia. If you can make it easier for them to succeed and, at the same time, have the visibility to know exactly what is going in marketing and sales then you have a winning combination for success.